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8 Questions for Michael Neugebauer

Dear Mr. Neugebauer, what have you been busy with lately?
Indeed, I spend most of my time with e-mails.

You have worked in quite a range of different countries and have offices in Germany, France, Switzerland, … How different are these markets with regards to children’s picture books?
We also have offices in Hong Kong and serve the North American and Asian markets. While the global markets across the continents are not so extremely different, the biggest difference I find is between the French and German markets. In many cases, the books which are doing well in Germany are flopping in France and vice versa. This may be because the French children’s book market is more artistic and innovative, while I find the German market (including Austria) much more conservative. A lot of the books which we call crazy or unusual children’s books found in the French market are unthinkable for the German speaking world. For example, we have a French illustrator who is quite famous. Her books are doing extremely well in our German market while they are flopping in France. I don't know why, but perhaps it’s because the texts she is illustrating is written by an Austrian author?

Any interesting recent trends and developments in the picture book market you could share with us? Do you think AR/VR will be the next big thing?
Augmented reality and virtual reality, while different are related nonetheless. Where they differ, is how we perceive our own presence during the AR/VR process.
Back to your question: I hope not!
I say this because like most of these new technologies, we see entertainment more than creativity. If you look at a picture book, the viewer has to be active and interpret the image (everyone sees it differently) "The phantasy takes you for a walk” when looking at beautiful images. Just think of going to a museum and looking at pictures and paintings.
While I feel that these new technologies are sensational and sometimes mind-blowing, I feel at the same time, that they imprison our minds with the reality they impose on us, the viewers. My most important comment here is, as fascinating these new technologies may be, we should not take the childhood away from children and give them "electronic binkies" to entertain them.

How do you tell a story “visually”? What comes to your mind when you hear the slogan ”visual storytelling“?
For me, visual story telling still means a story told primarily through the use of visual images. Additionally, it’s like every picture tells a story behind the story. These stories may be told by using all kinds of media; in our case, illustrations.

Why do you think children’s picture books are so popular in China?
That I really don’t know. Maybe they sense the importance of books for their children from their early age? Perhaps parents and educators realize that picture books are the first step toward the becoming readers? Chinese parents and educators care for their children’s education. They want their children to become better than others and eventually support the family. They are living in a different social environment than we Western people (especially in Europe). But I really don’t know why.

You are a part of the Chinese CiticKids. Can you tell us some more about your role and your work there and your view on the Chinese children’s book market?
That’s a company secret!
Jokes aside, they appointed me as their international “publisher". I think they realized the importance of picture books, and they picked us as one of their favorite publishers to implement their mission.

How would you describe the relationship between a publisher and an illustrator? How do you find new promising artists for your books?
First of all, ultimately I think it is based on trust, but how does it start?
I often visit Art schools all over the world, especially in Asia, look at the students’ work and see who has the potential for children’s picture book illustration. Once you find a “candidate”, the relationship starts in developing a project. Each relationship is different, not everyone develops the way one imagines from the beginning. It is a journey of learning for both parties. Respect and trust for each other’s work is the basis to starting a fruitful collaboration.

What do you expect from your participation at the StoryDrive conference,?
To be honest, I have no expectations, I will just listen to what others have to say and tell, and then learn from it. I am looking forward to this event and sharing our vision.